PHILADELPHIA -- At one end of the dais sat 61-year-old Eagles owner Jeffrey Lurie, who filled out his corporate suit and then some.

Joining him was Chip Kelly, the 49-year-old rookie NFL head coach wearing an Eagles polo, no sport coat and a smile for the introductory news conference Thursday at the NovaCare Complex.

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Kelly looked more like an Eagles fan at a sports bar than a forward thinker. But as he attacked questions the way his Oregon offense got after defenses, it was understandable why the Eagles think he's the right guy to change the culture at 1 NovaCare Way.

After spending the news conference insisting he was all in coaching on the NFL level, respectful of the storied Eagles tradition and mindful of local customs (he reckons the Wing Bowl is the second-most important bowl game around here), Kelly compared his football approach to the late Apple founder Steve Jobs. That style is his style.

"Where do you see it going?" Kelly said. "What's next after what's next? Steve Jobs had iPhone 5 before we had iPhone 2. He had a plan for the next plan for the next plan. Not to be a reactive operation, but to try to be really proactive in terms of staying a step ahead."

The Eagles' new culture will be geared around scoring points, although maybe not approaching the 49-point clip Kelly's Ducks did last year.

It will be about identifying personnel on a roster where quarterbacks Michael Vick and Nick Foles still are in play, according to Kelly.

About evaluating players on defense to determine if it's more prudent to play in the 4-3 or the 3-4, the latter preferred by Kelly at Oregon.

It will be about building a coaching staff, including assistant coaches from Oregon and holdovers from the era of Andy Reid, fired after a 14-year tour ended with a 4-12 season.

About working, not warring with Eagles general manager Howie Roseman. It was Roseman and his thirst for power that allegedly scared coaching candidates away from the Eagles, according to one national writer.

"My role right now is clearly defining what we want," Kelly said. "Not one person can do it all. I've heard questions that I want control over this, control over that. That has never been an issue for me. I'm a football coach. I'm not a general manager. I'm not a salary cap guy. I coach football. And I need people that can go out there and say, 'Hey, this is what you've got, these are the people.' It's going to be collaboration. We're all going to be on the same page. I've got no delusions of saying that I want all these different titles. I just want to coach football."

Lurie said he signed Kelly to a five-year contract, which a source says is worth $6 million a year. It's a handsome raise for Kelly, who earned $3.5 million annually guiding the Ducks to a 46-7 record in four years. Kelly had a $3.5 million buyout clause.

Lurie said that on Tuesday night he told Gus Bradley, then the Seattle Seahawks' defensive coordinator, that he and a guy with head coaching experience were the finalists for the Eagles' job. Bradley was the 11th coach who interviewed with the Eagles.

Lurie then said the Eagles offered Kelly a contract the next morning, although another story put out by the team said the offer was made Tuesday evening. The fact that Bradley left for Jacksonville early the next morning to interview with the Jaguars suggests he realized he was out of the running. Bradley wound up accepting the Jaguars' head coaching position.

The Eagles got Kelly, who Lurie basically said won them over during their nine-hour interview at the Four Seasons Hotel in Scottsdale, Ariz.

Kelly, who also interviewed with the Cleveland Browns and the Buffalo Bills, told the Eagles he had to think about it. That took nerve. Lurie isn't used to being put on hold.

"We knew the decision was going to be the Eagles or not the NFL," said Lurie, who felt there were five directions the club could have gone in and still satisfy its head coaching search. "We were not in competition for any of our candidates."

When Lurie culled his NFL contacts for information about Kelly, he got positive vibes.

"Everybody knew the guy was a real thinker and ahead of the curve," Lurie said. "Everything is why this, why that? And he thinks it through. That was very appealing.

"With Chip you're just getting an outstanding leader and thinker."

Kelly refuted reports he was about to sign with the Cleveland Browns right after their lengthy interview, saying he had resigned himself to going through the process with all the teams to which he promised interviews.

"There was never any commitment one way or the other," Kelly said.

Behind the scenes, Roseman kept in touch with Kelly during what became a 14-day interview-to-hiring process.

"I think he was just trying to find out more about us," Roseman said. "I never felt out of it. That's why I kept the communication open."

Kelly said he spoke to former Eagles head coach Dick Vermeil, among others. He also spoke to Andy Reid. Kelly said Reid congratulated him on his new job with a text message.

"He told me to just be yourself and you'll be fine," Kelly said.

Kelly declined to put a timetable on reaching the playoffs. You can't blame him right now, for he's building a coaching staff and has a big decision to make at quarterback, as Vick gets a $3 million bonus if he's on the roster four days after the Super Bowl.

Lurie, on the other hand, is more the believer, although he seems to have doubts about doing an Indianapolis turnaround largely because the Colts had a talented quarterback in Andrew Luck.

"I know it's possible," Lurie said. "I really think a lot of things have to happen in certain areas. I think it's possible. I think with whoever the coach is you're looking to reach a high level of success and sustain it and it's not measured by what you're doing in the first season."

Whatever it takes, Kelly sounds willing to do it. And it will help Kelly, a football historian, to walk through the lobby and auditorium of a franchise with its history displayed in enormous reproductions.

"From Tommy McDonald to Chuck Bednarik, to Reggie (White) there's been some unbelievable people here," Kelly said. "I have a saying that I learned a long time ago that we can see farther than other people right now because we stand on the shoulders of the people that came before us. When you walk into this building and see these pictures it really kind of makes you do a double-take. It also makes you understand that every day you come to work there's a standard of excellence that this organization stands for and that I've got to hold that up and live up to it every day."